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Harnessing behaviour change for promoting energy efficiency
Simrat Kaur | April 1, 2021
Despite best intentions, consumers largely fail to undertake the actions required for energy conservation. This gap between people’s self-professed intentions and their observed actions, famously termed as the ‘value-action gap,’ can be explained by insights from behavioral research. To be able to design effective behavioral interventions, it is important to identify how behaviors are formed and how they can be influenced through various levers. People’s conscious and unconscious decisions are influenced by a number of cognitive biases that make them act in a predictably irrational manner. These biases have important implications for the design of policies to influence consumer behavior. Insights from behavior economics and social sciences are therefore of critical importance for designing behavioral strategies.